Dallas Cowboys owner/general manager Jerry Jones wanted a corporate sponsor with cachet before he agreed to alter the name of Cowboys Stadium

He’s found it in AT&T. And Jerry World is now officially known as AT&T Stadium.

The club and AT&T have reached a multi-million dollar naming-rights agreement. This culminates the long dance between the Cowboys and AT&T over how to meld their brands. The name change, effective immediately, will be reflected in substantial signage updates throughout the upcoming football season, prominently featuring AT&T, both inside and outside of the stadium.

Jones declined to discuss the terms of the deal (years and dollars) at the press conference. He acknowledged the deal "is not the most in dollars that there has been for naming rights."

Arlington mayor Robert Cluck says the city will get 5 percent of revenue from the naming-rights deal to help pay off the city's debt.

Jones added that Legends Drive near the stadium will become AT&T Blvd. or AT&T Drive. Jones also said he wants “this building to be more familiar than the White House.”

AT&T global marketing officer Cathy Coughlin said her company will continue to invest in improvements to wireless technology at the stadium. Recently, AT&T has doubled the capacity of its 4G LTE network inside the stadium, in the plazas and in parking lots.

Coughlin said, by the start of the regular season, AT&T will nearly double the capacity of the Wi-Fi network inside the stadium and give visitors an enhanced mobile experience.

Other than AT&T, the Cowboys have sponsorship agreements with several corporations for the space inside Cowboys Stadium. But when the stadium opened, the climate was not conducive to striking a significant deal for naming rights.

Major corporations and institutions around the country were hemorrhaging money. It was next to impossible to sell boards or share holders on the idea that shelling out a lot of money to name a stadium was a good investment.

The economy has steadily improved since those days to help rekindle the initial dialogue between the Cowboys and AT&T.

Besides Cowboys’ games, AT&T Stadium has already lined up to host a series of major events in the near future, including:-- 2014 AT&T Cotton Bowl Classic-- 2014 and 2015 Cowboys Classic Kickoff games-- 2014 NCAA Men’s Final Four-- 2015 first-ever College Football Playoff National Championship Game

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